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市場調査レポート
マーケティング投資計画（2010年）：ベンチマーク、重要業績指標とCMO優先事項
Marketing Investment Planner 2010: Benchmarks, Key Performance Indicators, and CMO Priorities
| 発行 |
IDC |
| 出版日 |
2009年10月 |
商品コード |
102438 |
| ページ情報 |
英文 Pages: 70 |
| 価格 |
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Abstract
This IDC study on technology marketing investment and resource priorities
discusses the results of IDC' s seventh annual marketing benchmarks survey
of the largest and most influential global technology vendors within
the software, hardware, and services sectors. The analysis provides a
detailed evaluation of quantitative and qualitative data, including operational key
performance indicators (KPIs) that should be a part of every
CMO' s operational planning. It also provides an analysis of 18
staff disciplines and over 30 program spend areas by sector
and essential guidance for keys to success for marketing executives
during 2009–2010.
Table of Contents
- IDC Opinion
- In This Study
- Methodology
- Fiscal Year Basis and Year-on-Year Data Analysis
- Quality Control Processes
- Organization of Survey Questions
- Survey Eligibility Criteria
- Data Comparison with Other IDC Surveys
- Executive Summary
- Methodology
- IDC' s Essential Guidance to Technology CMOs for 2010
- Investment and Productivity Guidelines
- Identification of Focus Areas for CMOs and Their Teams
- Wrapping up 2009: What' s Working Well?
- What Needs Work in 2010
- Situation Overview
- Introduction
- IDC' s Recommended Operational KPIs for 2009–2010
- Respondent Companies: A Partial List
- Profile of Respondents
- Marketing KPIs: Impact of Company Size, Sector, and Channel Strategy
- IDC' s Target Operational KPIs for Marketing Leaders
- Marketing Investment Change
- Marketing Budget Ratio
- Program-to-People Ratio
- Marketing Operations Ratio
- Centralization Ratios (Total Marketing Investment)
- Marketing Staff Throughput
- Awareness-Demand Ratio
- Marketing Mix Allocations
- Marketing Program Budget Distribution
- Awareness Versus Demand
- Staff Allocations and Trends
- The Marketing Operations Function — Maintaining the Momentum
- Rise of the Campaign Manager Role
- Sales Enablement
- Rise of the Social Media Function
- The Impact of Channel Strategies on Operational KPIs and Marketing Mix
- The Case for Marketing Automation — A More Strategic Perspective
- IDC' s 2009 Marketing Performance Matrix: Identifying Innovation in Technology Marketing Leadership
- IDC' s Marketing Leadership Quadrant Case Study #1: Sybase
- IDC' s Marketing Leadership Quadrant Case Study #2: Intel
- IDC' s Marketing Leadership Quadrant Case Study #3: Citrix
- Future Outlook
- Essential Guidance
- Learn More
- Related Research
- Appendix: IDC' s CMO Advisory' s 2009 Technology Marketing Benchmarks Survey
- Respondent Eligibility
- Company Overview
- Marketing Employees
- Marketing Spending
- Marketing Automation
- Best Practices
- Synopsis
- Table: IDC Technology Marketing Benchmarks Database
- Table: Technology Vendor Revenue and Marketing Spend for IDC' s Entire Database ($M)
- Table: Technology Vendor Revenue by Technology Sector (% of Respondents)
- Table: Profile of Respondents by Key Performance Indicators and Technology Sector (Weighted Mean %)
- Table: Technology Vendor Marketing Program Spending Allocation by Activity and Technology Sector (Weighted Mean %)
- Table: Technology Vendor Marketing Staff Distribution by Activity and Technology Sector (Mean % of Total Staff)
- Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 75%+ of Revenue from Direct Sales
- Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 50–74% of Revenue from Direct Sales
- Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 25–49% of Revenue from Direct Sales
- Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with <25% of Revenue from Direct Sales
- Table: IDC' s Marketing Performance Matrix: Key Attributes for Operations Efficiency
- Table: IDC' s Marketing Performance Matrix: Key Attributes for Execution Effectiveness
- Figure: Respondents by Title and Technology Sector
- Figure: Technology Vendor Revenue Share and Marketing Spending Share by Company Revenue Range
- Figure: Technology Vendor Revenue Share by Geographic Region and Technology Sector
- Figure: Technology Vendor Revenue Share by Customer Segment and Technology Sector
- Figure: Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Company Revenue
- Figure: Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Technology Sector
- Figure: Marketing Spend as a Percentage of Revenue (Market Budget Ratio) by Channel Strategy
- Figure: Range of Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Company Sector
- Figure: Program Spend as a Percentage of Total Marketing Spend (Program-to-People Ratio) by Revenue Range
- Figure: Technology Vendor Marketing Program Spending Allocation by Activity
- Figure: Technology Vendor Advertising Spending Allocation by Technology Sector
- Figure: Technology Vendor Event Spending Allocation by Technology Sector
- Figure: Technology Vendor Digital Marketing Spending Allocation by Technology Sector
- Figure: Technology Vendor Marketing Support and Sales Tools Spending Allocation by Technology Sector
- Figure: Technology Vendor Direct Marketing Spending Allocation by Technology Sector
- Figure: IDC' s Awareness-Demand Key Performance Indicator Taxonomy
- Figure: Awareness Building Spend as a Percentage of Total Marketing Spend by Technology Sector, 2009 (Awareness-Demand Ratio)
- Figure: Technology Vendor Marketing Employee Distribution by Activity
- Figure: Distribution of Marketing Staff by Funding Source
- Figure: IDC' s Sales Enablement Framework: From Marketing Through to Sales
- Figure: Technology Vendor Revenue Source by Sales Channel and Technology Sector
- Figure: IDC' s Marketing Automation Framework
- Figure: Worldwide CRM Revenue Growth by Segment, 2009–2013
- Figure: Level of Marketing Automation Maturity by Activity
- Figure: IDC' s Marketing Performance Matrix: Hardware, Software, and Services Companies
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